By 2016 I was a lawyer blogging in the cracks of a demanding career, wanting fewer and better clothes, and one of the brands I noticed was Tracksmith, the New England running label whose whole line was "Made in Mass, Not en Masse." It was the grown-up, fundable version of the scruffy idealism I had loved in 2008.
Tracksmith is thriving now, expanding, with its own retail "Trackhouses," built on durable, unhurried running clothes for people who keep them.
But every word in a slogan like that is a representation a regulator can test. "Made in Mass" runs straight into the FTC's Made in USA standard, which sets a high bar for what you may call American-made; "built to last" is a durability claim the Green Guides expect you to substantiate. The romance of the tagline is also, now, a compliance question.
The market rewarded the patient brand. The law is now asking it to prove the tagline. Tracksmith, like the best of them, can.